Bottled Water in Macedonia

PROSPECTS

Concerns over safety of tap water continue to drive sales of bottled water

Although tap water is generally safe to drink in most areas of Macedonia, a growing number of consumers opt for bottled water, which is perceived as a healthier choice compared to tap water. Health and wellness along with convenience positively influenced the volume and current value sales growth of bottled water, both off- and on-trade in 2018.

Flavoured bottled water sales flourish

In 2018, flavoured bottled water achieved strong off-trade current value growth, outperforming all other bottled water types, due to high unit price growth. Increasing demand for new flavours and innovative and exotic flavours of bottled water also played a positive role in promoting the growth of flavoured bottled water.

On-trade sales of bottled water improve

On-trade volume growth of bottled water was on a par with off-trade volume growth in 2018. A growing number of consumers are shifting from carbonates towards other healthier soft drinks alternatives, including bottled water.

COMPETITIVE LANDSCAPE

Kozuvchanka doo leads bottled water in 2018

Due to strong category penetration and the combined strength of off-trade value and volume share of its two major bottled water brands Kozuvchanka and Izvorska, Kozuvchanka doo retained its lead of bottled water in 2018. However, with strong competitive pressure from other leading players as well as new entrants that launched more competitively-priced bottled water, the share of Kozuvchanka suffered a moderate decline in both volume and value terms.

Overwhelming dominance of domestic bottled water manufacturers

In 2018, domestic companies overwhelmingly dominated sales of bottled water in Macedonia. In addition to leading player Kozuvchanka, other notable domestic bottled water manufacturing companies included Koding dooel, Pelisterka ad, Magroni doo, Mak-Mineral DOO, Ml-Gari DOO and Masigo doo.

Several regional and few international bottled water companies compete

Several international companies competed within bottled water in Macedonia in 2018. Regional companies from Serbia and Croatia maintain the most significant presence among internationals, while several bottled water manufacturers from Slovenia and Greece maintained a minimal presence in Macedonia.

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